The effect of characteristics of source credibility on consumer behaviour: a meta-analysis
Yes === The aim of this research is to synthesise findings from existing studies on the characteristics of source credibility of electronic word of mouth (eWOM) communications in a single model by using meta-analysis. Findings from 20 research papers show that source expertise, trustworthiness, and...
| Main Authors: | , , , |
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| Language: | en |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10454/16838 |